In 2024, Bulgaria ranked 11th in Eastern Europe for average gross income, with a 6.9% real increase in per capita disposable income, driven by economic growth and higher labour productivity. Over 2024-2029, per capita disposable income is forecast to grow by 17.6%, supported by economic reforms and EU directives. However, income inequality and the gender gap persist, with the wealthiest 10% holding 28.9% of total disposable income and men earning 21.6% more than women.

In 2024, single person households accounted for 37.2% of all households in Bulgaria, with growth driven by younger adults prioritising education and career, and an ageing population. Over 2024-2029, this trend is forecast to continue, with the proportion of single person households increasing to 38.9%, despite a 1.0% overall decrease in the number of households. Additionally, urbanisation is set to rise to 77.5%, exacerbating infrastructure and housing challenges.

Value sales of eye care in Bulgaria increased in 2025. A growing share of Bulgarians experienced dry eyes, irritation, and allergy-related problems, fuelling demand for eye care. Rising screen time and prolonged exposure to urban pollution have worsened eye health, particularly among city dwellers. Climate change has also contributed to longer allergy seasons, exposing consumers to allergens for extended periods. In response, Bulgarians became more knowledgeable about available products and incr

Value sales of herbal/traditional products in Bulgaria increased in 2025. Bulgaria’s long-standing reliance on natural medicine played a key role in sustaining demand, as herbal remedies are widely perceived as safer and more affordable alternatives to conventional pharmaceuticals. The country’s abundant flora, with around one-fifth of plants carrying therapeutic properties, supports the deep cultural roots of this preference. Generational knowledge passed through families reinforced the associa

Value sales of NRT smoking cessation aids in Bulgaria increased in 2025. Bulgaria remains one of the countries with the highest smoking rates in Europe and globally, with nearly four in ten adults using tobacco products and a high prevalence of smoking among adolescents aged 13-15. This widespread tobacco consumption continues to create a strong potential market for nicotine replacement therapies (NRT). Rising awareness of the health risks associated with smoking and growing familiarity with ces

Consumer health in Bulgaria recorded a positive value performance in 2025, although volume growth was more modest. High unit prices and relatively low purchasing power limited potential, and price sensitivity remained an important factor shaping consumer behaviour. Many Bulgarians turned to private label options or lower-priced domestic products as a result. The improving economic environment helped to stabilise the market, with inflation softening, disposable incomes starting to recover, and to

Retail value sales of analgesics in Bulgaria rose in 2025. Demand continued to strengthen, supported by demographic and lifestyle factors. An ageing population and rising incidence of chronic pain sustained demand, while a prolonged flu season contributed to increased usage. Stressful and hectic lifestyles also played a role, as more Bulgarians sought relief from migraines and other pain-related symptoms. The category benefits from broad segmentation, with a wide variety of brands and price poin

Value sales of wound care in Bulgaria increased in 2025. The category continued to expand, driven by the population’s growing mobility and return to outdoor routines after pandemic restrictions. With more Bulgarians engaging in sports, hiking, and recreational activities, minor cuts and scrapes became more common, supporting demand. Many households adopted a more proactive approach by keeping wound care products on hand for everyday use, while physical labourers – who remain a significant part o

Value sales of sports nutrition in Bulgaria increased in 2025. The rising popularity of health and fitness among Bulgarians, particularly younger consumers, continued to boost demand for sports nutrition. While structured workouts remained central, casual exercise and recreational fitness also supported category expansion. Sports nutrition increasingly appealed to mainstream consumers, with adoption extending beyond athletes to those seeking convenient ways to improve their nutritional habits. W

Retail value sales of digestive remedies in Bulgaria increased in 2025. The category continued to perform positively despite inflationary pressures, although value growth outpaced volume due to higher prices. A rebound in tourism played a significant role, with sales peaking in the summer months when inbound visitors commonly purchased remedies for issues such as diarrhoea, indigestion and heartburn. Traditional Bulgarian cuisine, often rich and fatty, also contributed to high demand, with heart

Retail value sales of cough, cold and allergy (hay fever) remedies in Bulgaria rose in 2025. Following the pandemic, Bulgarians became more conscious of the importance of effectively managing respiratory health. A long flu season and rising allergy prevalence sustained demand, while lifestyle and environmental factors such as urban pollution, sedentary routines and high stress levels further contributed to persistent respiratory issues. Consumers increasingly sought professional advice in pharma

Value sales of dermatologicals in Bulgaria increased in 2025. The Bulgarian dermatologicals market benefited from a positive performance, shaped by a mix of environmental and lifestyle factors. Pollution and climate change contributed to longer allergy seasons and higher insect activity, prompting demand for topical allergy and itch remedies. Warmer weather conditions led to more cases of mosquito bites, rashes and allergic reactions, while stress and sedentary lifestyles also drove demand for t

Value sales of sleep aids in Bulgaria increased in 2025. Bulgarians are facing increasingly hectic lives marked by high levels of stress and anxiety. The lingering impact of the pandemic on mental health has been compounded by political instability, inflation, and the rising cost of living. Concerns about the euro adoption and potential price hikes have also added to consumer unease. At the same time, sedentary routines and prolonged screen time continue to worsen sleep quality. These factors ha

Value sales of weight management and wellbeing in Bulgaria increased in 2025. Bulgarians became increasingly preoccupied with both health and personal image, with more consumers engaging in sports and seeking products to support a healthier lifestyle. Pressure to maintain a lean physique was felt across age groups, reinforced by rising obesity rates in the country. While women remained the traditional audience for these products, men showed growing interest, widening the consumer base. Despite p

Value sales of vitamins in Bulgaria increased in 2025. Vitamins remained a cornerstone of preventive health routines for Bulgarians, valued for their affordability, accessibility, and perceived effectiveness. The legacy of the pandemic continued to shape behaviour, with consumers keeping vitamin D in their daily routines due to its immunity benefits and high levels of deficiency in the population. A long flu season in 2025 reinforced this trend, while vitamin C also held its place as a popular c

Value sales of dietary supplements in Bulgaria increased in 2025. Following the pandemic, Bulgarians became more mindful of health issues and adopted a more proactive approach to maintaining wellbeing. Supplements were increasingly regarded as effective preventive measures against a wide range of conditions, from immunity and bone strength to digestive and cardiovascular health. Aggressive marketing campaigns and rising consumer awareness supported this trend, while population ageing and a growi

Value sales of paediatric consumer health in Bulgaria increased in 2025. Parents in Bulgaria became increasingly attentive to their children’s wellbeing, fuelling demand for products addressing areas such as skin care, digestive health, immunity, and dietary supplementation. Despite the country’s ongoing demographic challenge of low birth rates, families with children continued to prioritise health spending, often opting for premium products perceived as safer or more effective. This reflects a

Value sales of baby food in Bulgaria increased in 2025, supported by both unit price growth and positive volume sales in key areas. Prepared baby food and other baby food in particular benefitted from parents’ growing demand for convenience, especially as more mothers return to work earlier and juggle busy schedules. While Bulgaria recorded a steep decline in its birth rate in 2024 – over 6% year-on-year – modern parents have become increasingly aware of the nutritional value, safety, and contro

Retail value sales of cheese in Bulgaria increased in 2025, driven primarily by the sustained high price levels across the category. Elevated production costs, coupled with further increases in both minimum and average wages, continued to put upward pressure on retail prices. The resilience of consumer spending power, supported by rising incomes, allowed households to maintain regular cheese consumption despite the higher prices. In addition, the growing appetite for premium and specialty cheese

Retail value sales of drinking milk products in Bulgaria rose in 2025, with value growth significantly outpacing volume gains. The primary driver was the continued elevation of retail prices, reflecting higher production costs, increased energy expenses, and wage growth following further increases in both the minimum and average salary levels. The domestic dairy sector also faced declining milk production, which exerted upward pressure on prices. Imports of packaged drinking milk, particularly f

Retail value sales of other dairy products in Bulgaria increased in 2025, driven primarily by retail price growth following higher production costs and retailers’ rising operational expenses linked to the considerable increase in both minimum and average wages. Despite these price pressures, volume sales for most categories remained stable or showed modest growth, with the notable exception of plain condensed milk, which continued to decline. The category benefited from evolving consumption patt

Retail value sales of yoghurt and sour milk products in Bulgaria increased in 2025, with growth primarily driven by higher retail prices, reflecting increased production costs and retailer operating expenses linked to higher minimum and average wages. Nonetheless, most segments also recorded volume growth, supported by the deeply rooted cultural tradition of yoghurt consumption in Bulgaria and the category’s strong association with digestive health. The population saw only marginal change during

Value sales of butter and spreads increased in 2025, with growth largely driven by the strong performance of butter, which also recorded a rise in volume sales. Higher household incomes encouraged more consumers to opt for butter over cheaper alternatives, appreciating its richer taste for both sandwiches and cooking. However, the rise in value sales far outpaced volume growth due to international butter prices reaching a historic high, as European stocks tightened. This had a pronounced impact

Value sales of dairy products and alternatives in Bulgaria increased in 2025, largely driven by higher prices rather than a significant expansion in consumption. While inflation stabilised at a relatively low level, rising energy costs, higher minimum and average wages, and increased operational expenses for producers and retailers placed upward pressure on unit prices. These higher costs, combined with retailer mark-ups, were reflected in shelf prices across the market. At the same time, growin